Australia is world-leader in programmatic marketing

The report claims that this is due to Australia’s sophisticated structural system and more concentrated market, with trading desks specifically pushing programmatic.

The Australian ad market is worth about US$13bn a year and its programmatic ad spend is predicted to rise to US$724m in 2015, representing year-on-year growth of 24.9%.

The rise of programmatic

Research by Adform has found that ad space bought via programmatic trading increased 76% year-on-year to April 2015.

This figure has largely been driven by a 333% spend increase on branding ad formats. Counselling

Ad viewability falls below 50% in face of programmatic's rise

UK ad viewability is falling further behind other key EU countries due to the rise in programmatic, according to a study released today by Meetrics.

In Q2 2015 less than half (49%) of online ads served in the UK met the IAB and Media Ratings Council’s recommendation that an ad is considered viewable if 50% of it is in view for at least 1 second. In Q2 2014 that figure was 56%.

The UK figure is well below Germany (64%) and France (62%), where automated ad buying techniques are less dominant.

Programmatic revenue hits $10.1bn

According to a new study from the Interactive Advertising Bureau, programmatic ad revenue in the US reached $10.1bn in 2014, accounting for 20% of total online ad revenue.

The report suggests major changes in the way display advertising is bought and sold are on the way, although it does state that attempts to size the programmatic market are challenging due to inconsistencies about how it’s defined.

The report also found that display banner ads for mobile and desktop accounted for around 80% of programmatic revenues last year, and predicts that more budget will be spent on mobile and video formats over time.

Programmatic ‘takes hold’ at Target

An executive at Target has stated that a commitment to programmatic has ‘taken hold’ across a number of divisions within the business.

Target’s Group Manager, Digital Patrick Reiter discussed some of the benefits of using programmatic, saying:

It can help us better coordinate messaging to our customer, better manage inventory [and] bring forward information in a way that we hadn't been able to before – so think about nuances buried within product feeds and things like that.

All this comes into play from, really, technology hitting the retail space – and one of the themes is programmatic.

UK programmatic spend surges

According to new research by the Internet Advertising Bureau (IAB), almost half of UK online display ads were bought via programmatic last year, amounting to nearly £1bn in spending,

Of the £3.13bn spent on display ads in 2014, 45% (£960m) was traded programmatically. This represents a 28% increase on the previous year.

Surge in programmatic buying has hit the ad networks hardest

According to the same IAB report, the huge surge in programmatic has had a negative impact on ad networks.

Their market share plummeted from 22% in 2013 to just 6% last year.

82% of marketers have executed digital ads programmatically in the last year

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